Indexicality, Power, and Metapragmatics of Queerness: Gaydar Apparatus

ABSTRACT: This article aims to discuss the gaydar as an exercise of power, based on the concept of apparatus by Foucault (2014) and Agamben (2005). I do not suppose that is possible to identify one’s sexuality like Rule (2011) e Sulpizio et al. (2020) do. On the contrary, I investigate the gaydar as a historical apparatus used to exert power, knowledge. To do so I analyse a commercial of an insurance company named Adam and Eve. Firstly, I relate gaydar to the performative conceptions of gender and sexuality. Secondly, I discuss how linguistic profiling ( BAUGH, 2003) and indexicality ( SILVERSTEIN, 2003) act as power techniques invested by this device. Finally, I point out how metapragmatics ( SIGNORINI, 2008) are relevant to understanding the use of gaydar when analyzing an insurance commercial ending with the presentation of several apparatus for its control.